In the world of professional sports, representation matters—not just on the court but in the ownership suites as well. Valerie Daniels-Carter, the founder of V&J Holding Companies, is a trailblazer in this space. As the sole Black female owner of the Milwaukee Bucks and one of only three Black female minority owners in the entire NBA, her journey is one of perseverance, passion, and breaking barriers.
A Love for Sports Rooted in Milwaukee
Daniels-Carter’s story begins in Milwaukee, Wisconsin, where she grew up with a deep love for athletics. She played basketball and tennis in high school and continued her athletic career at Lincoln University, a historically Black college and university (HBCU). Her time as a student-athlete not only shaped her competitive spirit but also laid the foundation for her future in sports beyond the court.
From Business Mogul to NBA Owner
After college, Daniels-Carter built an impressive business empire. As the founder of V&J Holding Companies, she oversees a portfolio that includes over 200 franchise locations of major brands like Pizza Hut and Burger King. Her business acumen and leadership made her a natural fit for sports ownership, but the path wasn’t easy.
For decades, the NBA—like many professional leagues—lacked diverse ownership representation. Yet, through determination and strategic partnerships, Daniels-Carter became part of an ownership group that secured a minority stake in the Milwaukee Bucks. Her achievement wasn’t just a personal milestone; it was a historic moment for Black women in sports business.
Witnessing Greatness: The Bucks’ 2021 Championship Run
One of the most thrilling moments of her ownership journey came in 2021, when the Bucks, led by superstar Giannis Antetokounmpo, won the NBA Championship. For Daniels-Carter, seeing the team she co-owned lift the Larry O’Brien Trophy was a full-circle moment—a testament to her lifelong connection to basketball and her commitment to elevating the franchise.
Why Her Story Matters
Valerie Daniels-Carter’s presence in the NBA ownership ranks is more than just a personal success—it’s inspiration for the next generation. Young Black girls and women who dream of careers in sports, whether as athletes, executives, or owners, can look to her as proof that barriers can be broken.
As the league continues to push for greater diversity and inclusion, stories like Daniels-Carter’s remind us of the importance of representation at every level of the game. Her journey is a powerful example of how passion, persistence, and business savvy can open doors—and make history.
Final Thought
Valerie Daniels-Carter didn’t just buy into a team; she earned her seat at the table in a space where few women—and even fewer Black women—have been. And as the Milwaukee Bucks continue to compete at the highest level, her legacy as a pioneer in sports ownership only grows stronger.
What do you think about the importance of diverse ownership in professional sports? Share your thoughts in the comments!
